The rise of AI-powered search tools like Google's Gemini has transformed how consumers discover brands, creating both challenges and opportunities for marketers. A common misconception is that these intelligent search experiences limit consumer choices, but the reality is quite different. People using AI search now visit nearly 3X more touchpoints during their buying process compared to non-AI journeys, expanding rather than shrinking the consumer journey.
To connect with today's 'super-empowered' consumers, marketing leaders are focusing on three key priorities: following the evolving consumer, fueling brand authority with unique expertise, and focusing on measurable business outcomes. The shift to conversational, multimodal search means brands must provide highly specific, helpful content to stand out. As Daniel Shin Un Kang from Expedia Group noted, 'The fundamentals of delighting consumers haven’t changed. What has changed is the medium of search, from keywords to conversations.'
Brands that excel in this new era are those that provide authentic, specific responses to nuanced questions. For example, a running store might create detailed content analyzing why a particular customer's shoes failed, rather than generic reviews. IKEA has successfully leveraged these changes, with Linda Ha, deputy CMO, explaining how search helps connect their expertise with curious shoppers in a more relevant and personalized way.
Google is also enhancing its tools to help marketers understand how their brand authority shows up in generative search experiences. These improvements include insights into visual search queries, social and video content performance, and dedicated reports on generative AI traffic. The key takeaway is that brands must focus on helping customers, as this will naturally improve their discoverability in the Gemini era of search.